Virtual reality

Coty patent on virtual makeup try-on tech for Augmented Reality and video streaming

Writing in its international patent, Coty said as cosmetic virtual try-on (VTO) applications advanced, it was important color adjustments on these platforms were as realistic and representative as possible. It had therefore developed a system that enabled more dynamic color adjustments that changed according to ambient lighting conditions. The tech, Coty said, had been designed for makeup virtual try-ons where accurate color representation was especially important given how variable it could look in different lighting.

Moving beyond conventional virtual try-on

“Consumers want to know how makeup will actually look under a variety of lighting conditions (eg daylight, at home, at work etc.) and this is not possible with conventional VTO techniques,”Coty wrote in its patent filing.

… Conventional VTO techniques either use white balancing to standardize the user’s appearance to a constant ambient lighting in an attempt to increase the accuracy of the invariant overlaid color, or they do not use white balance and overlay an invariant color irrespective of the ambient lighting , ”It said.

What this meant, however, was consumers could not truly evaluate the performance of a product under a range of lighting conditions because they were seeing either a “Color-corrected version of themselves”Or “Wildly inaccurate representations of product color”.

There was a need, therefore, to address these “Shorts” By modifying the product color based on ambient lighting conditions rather than using single-reference colors, Coty said. Color was not an intrinsic material property and needed to be determined by the properties of light under which a color was being observed, it said.


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